Trading In-Game Items: Motives and Investment Strategies Using the Example of the "Steam" Platform

This bachelor’s thesis investigates the consumer motivations behind the purchase of in-game items among Russian players of Counter-Strike 2, as well as the features that make this market attractive to investors. Through cluster analysis, several groups of players were identified based on their primary consumption motivations: aesthetic players, purely investors, active players, and social players. The impact of in-game items on players' social interactions during game matches was also analyzed. The study describes the main trading practices in the market, including trading through the Steam marketplace, third-party websites, and social media. It identifies types of investors based on their attitudes towards risk, money, and investment tools, as well as their main characteristics: those who seek risky deals and see money as a means for further earnings; those who avoid risk and see money as a means of subsistence; and those who are indifferent to risk and also see money as a means of subsistence and maintaining comfort. In conclusion, the key features of the in-game items market that attract investors' attention are identified.